CARLSBAD >> Part of New Mexico Gov. Susana Martinez' trip to Carlsbad on Monday included the announcement of a new safe driving campaign.

The Southeast New Mexico Traffic Safety Campaign is in response to increased accidents and fatalities in the region.

The New Mexico Department of Transportation will use strategies such as radio ads, pamphlets and billboards to promote safe driving and attempt to keep drivers' attention on the road.

"We are seeing roads congested with traffic due to the rise in our industry (oil and gas)," Martinez said. "In fact, Southeast New Mexico leads the state in density of heavy commercial vehicles."

Despite high traffic volume, Martinez said that accidents are 100 percent preventable.

"Follow the speed limit, buckle up," Martinez said.

A driver is already having to concentrate on so many things at once — signaling, checking mirrors, changing lanes — that adding a cell phone is a recipe for disaster, Martinez said.

"When you have a cell phone in your hand, you are taking your eyes off of what they should be looking at, to either answer the phone or text," Martinez said. "You are adding a distraction that really multiplies the risk to yourself, those in your vehicle, and those that are on the roadway as well."

Martinez said the goal of the campaign is simple: Make roads and highways safer by educating the public on the dangers of speeding, and making sure drivers are aware of what is going on around them.

Martinez also called on the law enforcement present at the event, asking them to give tickets to those who speed or get caught driving with cell phones.

"It's the only way we can deter people who do not want to follow the rules," Martinez said. "Give them that citation, so the rest of us who are on that road are safe."